The American fast food chain joins numerous brands in creating a virtual experience to support the launch of its new menu item.

The list of brands that have been integrating virtual reality as another tool in their advertising repertoire now includes Jack in the Box in the launch of their latest menu item.

To advertise the company’s new Jack’s Brewhouse Bacon Burger, the fast food chain has created a short virtual reality (VR) film to immerse customers in the experience of eating one. Known already for their quirky TV advertisements, the short film places viewers in a bar, with two women eyeing their burger on one side and a man arguing on the other. The chain’s iconic mascot makes an appearance to bring the burger to the viewer. The film was designed specifically for members of the media to experience the new product and is not yet available for wider audiences.

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